Tina Alidaei | 2026
Website Expected Benefits
An organized, branded website allows potential clients to clearly understand Sophina’s services and professionalism. It positions Sophina as a trusted beauty studio offering natural, high-quality enhancements while making it easy for clients to quickly request appointments.
Takeaway
I learned how to implement a website using product design strategies while effectively collaborating with stakeholders, developers, and clients to align goals and needs.
Homepage
The homepage gives users a clear overview of Sophina’s services, the artist behind the brand, and client results, with intuitive navigation supported by multiple call-to-action buttons.
Services
The services page pairs visuals with clear descriptions and booking CTAs, while pricing, packages, touch-ups, and important visit information are consolidated at the bottom for clarity.
FAQ
The FAQ page educates clients with clear, searchable answers to common questions, while rhythmically placed transparent blobs guide users’ attention through the content.
Gallery
The gallery showcases before-and-after images of past services, giving clients a clear visual understanding of what to expect from each session.
Contact
The contact page presents essential information to encourage bookings, including hours of operation and clear call-to-action options to call or email Sophina.
Desktop Version
Mobile Version
Moodboard
As a visual foundation for Sophina’s Beauty Studio, I created a mood board that reflects the brand’s elegance and beauty enhancement values. By curating imagery around the identified opportunity, I incorporated elements that convey femininity, confidence, transformation, smooth lines, lifestyle, and calmness.
Styleguide
With the opportunity and framing in mind, the comprehensive style guide establishes an identity for Sophina that reflects aspects of elegance, self-love, natural beauty, and change.
The style guide consists of the defining elements of Sophins's brand, including an overview of Sophinas core values, a color palette, typestyle, image style, and logo usage.
Fonts
For the font, I went with Bodoni 72 for headings which gives an elegant feeling and showcases the flexibility of lines. I also used Avnir for its minimal and modular feeling, which gives a futuristic look to the design. I used Northwell, a handwritten script font that gives a signature look to more prominent names for a more comfortable look.
Colors
For colors, I used gentle tones of pink and neutral gray to maintain a sense of tenderness, calmness, femininity, and love to portray self-love.
I used organic blob shapes throughout the website to create a cohesive, fluid visual identity. These elements establish visual continuity, spatial separation, and vertical rhythm while guiding the user’s eye through the content. The soft, curving forms contrast with structured image blocks, add a sense of warmth and tenderness, and allow for more dynamic, less predictable image cropping.
Site Map
Based on research, I defined the information hierarchy by identifying key features essential to the design, including service details, artist background, step-by-step process, before-and-after photos, pricing, FAQs, online booking, contact information, and social media.
Provide testimonials from real clients about their experience with the services
Customers are looking for a change and a boost of confidence
Design a gallery page for potential clients to see other clients' journeys through images and visuals
Users want to see what they can expect from each session
Design for simplicity of information
Information on services should be effortlessly accessible
Users want to be informed of the entire process
Design a process page that explains the entire process of the procedure (FAQ)
Wireframes
After meeting with Sophie as a stakeholder and the engineer developing this website, I made a few iterations to the site map before moving forward with wireframes mockups. Once we made the final decisions on the information architecture, I moved on to creating low-fidelity wireframes to get a better idea of the flow and layout of the screens.
Challenge
While creating the wireframes, we struggled with how we could manage the booking and appointment process. Sophie aimed to purchase a booking service similar to Mindbody, where clients would be directed to a different platform to book a service with Sophina. However, she felt that as she is starting a new business, she may be tight on budget and won't be able to use her branding for it.
Also, building an appointment booking page could have led to having multiple and complicated pages within Sophinas's website that could have been complicated for clients.
To do this, I suggested a request to book an appointment feature within the contact page where clients can be informed of the hours of operation and request an appointment based on that and their availability in a few simple steps. First, they provide their name, email, and phone number, choose a potential date that works best for them and write any notes or questions they have. This way, they can connect with Sophie in a few steps, and Sophie then contacts them to answer any questions and provide them with an appointment.
First Iteration
Final Iteration
Mockups
After the wireframes were finalized, I worked with the developer to implement the website by adding colors, fonts, and images.
Competitor Audit
Through researching other permanent makeup competitors, I gained a better understanding of the problem space. By comparing these competitors' websites, I noticed that describing services, providing a FAQ page, and before and after photos were common features. In addition, some websites provided a lot of information, while others kept the websites simple and to the point.
01 Customers are looking for a change and a boost of confidence
02 Users want to see what they can expect from each session
03 Information on services should be effortlessly accessible
04 Users want to be informed of the entire process
Interview
I interviewed four people and created an interview discussion guide to help dig deep into the user’s mental model to understand what is holding those back who are/have considered permanent makeup and what user’s typically want to see when researching.
From this research, these key insights were uncovered:
Persona
While examining early research and insights, it became necessary to identify who the design solution was intended for to better understand customer-client interactions before moving forward.
Journey Mapping
I conducted a meeting with Sophie and two of her clients to understand this process better, which helped uncover what processes Sophinas clients take when considering this beauty studio for its services. Then I created a document by articulating customers' thought processes and emotions into an understandable journey map.
Art Direction
To help Sohpina communicate its professional and natural beauty enhancement values, I created branding guidelines to help Sohpina be more aligned with its core value of beauty, confidence, and tenderness.
Opportunity
Creating a platform and brand identity that reflects Sophina’s values of natural, professional beauty enhancements while building trust through education, empowering clients to confidently choose the services best suited to their needs and understand what to expect from the experience.
Framing
Based on the opportunity, I framed the problem as follows:
“How can I assist Sophina in communicating their values and services to help clients choose the right services to feel confident to book an appointment?”
Research
I started the project by gathering as much information about Sophina as possible to gain a deep understanding of its goals, customers, and competitors. The initial research process involved auditing competitors' websites, holding meetings with Sophie as the stakeholder, and sending out user surveys to Sophies existing clients.
01 Clients need to understand Sophina's services and their quality clearly.
02 They want to know what to expect from these services.
Sophina's beauty salon can combine these services in a unique way for each customer.
03 Customers are looking for a change and a boost of confidence when purchasing these services
04 They also want to contact the studio and ask questions when needed.
Process
Problem Statement
Sophina’s Beauty Studio offers a range of professional, affordable beauty services, thoughtfully combined to enhance each client’s natural beauty. However, the studio lacked a dedicated digital platform where clients could easily learn about the services, understand their differences, and connect with the business. Instagram was the only point of contact, offering limited information and restricting clients’ ability to fully educate themselves before booking. As a result, potential clients struggled to choose the most suitable services for their needs. Sophina’s goal was to create a transparent and informative experience that builds trust, empowers clients with knowledge, and ultimately encourages confident appointment bookings
Sophinas Beauty Studio
Over one month (May–June 2021), I designed a website for Sophinas Beauty Studio, a new beauty brand that previously relied on Instagram, word of mouth, and referrals. The goal was to create a clear, client-focused platform for exploring services, accessing information, and booking appointments, while communicating the brand’s values through cohesive design and transparency. I led the UX/UI, visual design, and art direction using Figma.
Contributions
I served as the lead designer on this project, responsible for the user experience and interface design, as well as providing visual design guidance and art direction to the stakeholder. I regularly collaborated with the studio owner to understand her business goals and vision, while coordinating with the website developer to align design decisions with technical capabilities. In addition, I created a brand identity for Sophina that communicates femininity, transformation, and beauty through soft lines and a pink-toned color palette.
Overview
Sophina’s Beauty Studio is a beauty salon offering affordable, professional microblading and permanent makeup services. Led by Sophie, an experienced makeup artist, the studio specializes in customized techniques that blend multiple services to achieve natural-looking results. The brand’s mission is to enhance confidence and self-love through subtle, personalized beauty enhancements.
Tina Alidaei | 2026
Website Expected Benefits
An organized, branded website allows potential clients to clearly understand Sophina’s services and professionalism. It positions Sophina as a trusted beauty studio offering natural, high-quality enhancements while making it easy for clients to quickly request appointments.
Takeaway
I learned how to implement a website using product design strategies while effectively collaborating with stakeholders, developers, and clients to align goals and needs.
Homepage
The homepage gives users a clear overview of Sophina’s services, the artist behind the brand, and client results, with intuitive navigation supported by multiple call-to-action buttons.
Services
The services page pairs visuals with clear descriptions and booking CTAs, while pricing, packages, touch-ups, and important visit information are consolidated at the bottom for clarity.
FAQ
The FAQ page educates clients with clear, searchable answers to common questions, while rhythmically placed transparent blobs guide users’ attention through the content.
Gallery
The gallery showcases before-and-after images of past services, giving clients a clear visual understanding of what to expect from each session.
Contact
The contact page presents essential information to encourage bookings, including hours of operation and clear call-to-action options to call or email Sophina.
Mobile Version
Desktop Version
Moodboard
As a visual foundation for Sophina’s Beauty Studio, I created a mood board that reflects the brand’s elegance and beauty enhancement values. By curating imagery around the identified opportunity, I incorporated elements that convey femininity, confidence, transformation, smooth lines, lifestyle, and calmness.
Styleguide
With the opportunity and framing in mind, the comprehensive style guide establishes an identity for Sophina that reflects aspects of elegance, self-love, natural beauty, and change.
The style guide consists of the defining elements of Sophins's brand, including an overview of Sophinas core values, a color palette, typestyle, image style, and logo usage.
Fonts
For the font, I went with Bodoni 72 for headings which gives an elegant feeling and showcases the flexibility of lines. I also used Avnir for its minimal and modular feeling, which gives a futuristic look to the design. I used Northwell, a handwritten script font that gives a signature look to more prominent names for a more comfortable look.
Colors
For colors, I used gentle tones of pink and neutral gray to maintain a sense of tenderness, calmness, femininity, and love to portray self-love.
I used organic blob shapes throughout the website to create a cohesive, fluid visual identity. These elements establish visual continuity, spatial separation, and vertical rhythm while guiding the user’s eye through the content. The soft, curving forms contrast with structured image blocks, add a sense of warmth and tenderness, and allow for more dynamic, less predictable image cropping.
Site Map
Based on research, I defined the information hierarchy by identifying key features essential to the design, including service details, artist background, step-by-step process, before-and-after photos, pricing, FAQs, online booking, contact information, and social media.
Provide testimonials from real clients about their experience with the services
Design a gallery page for potential clients to see other clients' journeys through images and visuals
Design for simplicity of information
Customers are looking for a change and a boost of confidence
Users want to see what they can expect from each session
Information on services should be effortlessly accessible
Users want to be informed of the entire process
Design a process page that explains the entire process of the procedure (FAQ)
Wireframes
After meeting with Sophie as a stakeholder and the engineer developing this website, I made a few iterations to the site map before moving forward with wireframes mockups. Once we made the final decisions on the information architecture, I moved on to creating low-fidelity wireframes to get a better idea of the flow and layout of the screens.
Challenge
While creating the wireframes, we struggled with how we could manage the booking and appointment process. Sophie aimed to purchase a booking service similar to Mindbody, where clients would be directed to a different platform to book a service with Sophina. However, she felt that as she is starting a new business, she may be tight on budget and won't be able to use her branding for it.
Also, building an appointment booking page could have led to having multiple and complicated pages within Sophinas's website that could have been complicated for clients.
To do this, I suggested a request to book an appointment feature within the contact page where clients can be informed of the hours of operation and request an appointment based on that and their availability in a few simple steps. First, they provide their name, email, and phone number, choose a potential date that works best for them and write any notes or questions they have. This way, they can connect with Sophie in a few steps, and Sophie then contacts them to answer any questions and provide them with an appointment.
First Iteration
Final Iteration
Mockups
After the wireframes were finalized, I worked with the developer to implement the website by adding colors, fonts, and images.
Art Direction
To help Sohpina communicate its professional and natural beauty enhancement values, I created branding guidelines to help Sohpina be more aligned with its core value of beauty, confidence, and tenderness.
Competitor Audit
Through researching other permanent makeup competitors, I gained a better understanding of the problem space. By comparing these competitors' websites, I noticed that describing services, providing a FAQ page, and before and after photos were common features. In addition, some websites provided a lot of information, while others kept the websites simple and to the point.
01 Customers are looking for a change and a boost of confidence
02 Users want to see what they can expect from each session
03 Information on services should be effortlessly accessible
04 Users want to be informed of the entire process
Interview
I interviewed four people and created an interview discussion guide to help dig deep into the user’s mental model to understand what is holding those back who are/have considered permanent makeup and what user’s typically want to see when researching.
From this research, these key insights were uncovered:
Persona
While examining early research and insights, it became necessary to identify who the design solution was intended for to better understand customer-client interactions before moving forward.
Journey Mapping
I conducted a meeting with Sophie and two of her clients to understand this process better, which helped uncover what processes Sophinas clients take when considering this beauty studio for its services. Then I created a document by articulating customers' thought processes and emotions into an understandable journey map.
Opportunity
Creating a platform and brand identity that reflects Sophina’s values of natural, professional beauty enhancements while building trust through education, empowering clients to confidently choose the services best suited to their needs and understand what to expect from the experience.
Framing
Based on the opportunity, I framed the problem as follows:
“How can I assist Sophina in communicating their values and services to help clients choose the right services to feel confident to book an appointment?”
01 Clients need to understand Sophina's services and their quality clearly.
02 They want to know what to expect from these services.
Sophina's beauty salon can combine these services in a unique way for each customer.
03 Customers are looking for a change and a boost of confidence when purchasing these services
04 They also want to contact the studio and ask questions when needed.
Research
I started the project by gathering as much information about Sophina as possible to gain a deep understanding of its goals, customers, and competitors. The initial research process involved auditing competitors' websites, holding meetings with Sophie as the stakeholder, and sending out user surveys to Sophies existing clients.
Process
Problem Statement
Sophina’s Beauty Studio offers a range of professional, affordable beauty services, thoughtfully combined to enhance each client’s natural beauty. However, the studio lacked a dedicated digital platform where clients could easily learn about the services, understand their differences, and connect with the business. Instagram was the only point of contact, offering limited information and restricting clients’ ability to fully educate themselves before booking. As a result, potential clients struggled to choose the most suitable services for their needs. Sophina’s goal was to create a transparent and informative experience that builds trust, empowers clients with knowledge, and ultimately encourages confident appointment bookings
Sophinas Beauty Studio
Over one month (May–June 2021), I designed a website for Sophinas Beauty Studio, a new beauty brand that previously relied on Instagram, word of mouth, and referrals. The goal was to create a clear, client-focused platform for exploring services, accessing information, and booking appointments, while communicating the brand’s values through cohesive design and transparency. I led the UX/UI, visual design, and art direction using Figma.
Contributions
I served as the lead designer on this project, responsible for the user experience and interface design, as well as providing visual design guidance and art direction to the stakeholder. I regularly collaborated with the studio owner to understand her business goals and vision, while coordinating with the website developer to align design decisions with technical capabilities. In addition, I created a brand identity for Sophina that communicates femininity, transformation, and beauty through soft lines and a pink-toned color palette.
Overview
Sophina’s Beauty Studio is a beauty salon offering affordable, professional microblading and permanent makeup services. Led by Sophie, an experienced makeup artist, the studio specializes in customized techniques that blend multiple services to achieve natural-looking results. The brand’s mission is to enhance confidence and self-love through subtle, personalized beauty enhancements.
Website Expected Benefits
An organized, branded website allows potential clients to clearly understand Sophina’s services and professionalism. It positions Sophina as a trusted beauty studio offering natural, high-quality enhancements while making it easy for clients to quickly request appointments.
Takeaway
I learned how to implement a website using product design strategies while effectively collaborating with stakeholders, developers, and clients to align goals and needs.
Homepage
The homepage gives users a clear overview of Sophina’s services, the artist behind the brand, and client results, with intuitive navigation supported by multiple call-to-action buttons.
Services
The services page pairs visuals with clear descriptions and booking CTAs, while pricing, packages, touch-ups, and important visit information are consolidated at the bottom for clarity.
FAQ
The FAQ page educates clients with clear, searchable answers to common questions, while rhythmically placed transparent blobs guide users’ attention through the content.
Gallery
The gallery showcases before-and-after images of past services, giving clients a clear visual understanding of what to expect from each session.
Contact
The contact page presents essential information to encourage bookings, including hours of operation and clear call-to-action options to call or email Sophina.
Mobile Version
Desktop Version
Moodboard
As a visual foundation for Sophina’s Beauty Studio, I created a mood board that reflects the brand’s elegance and beauty enhancement values. By curating imagery around the identified opportunity, I incorporated elements that convey femininity, confidence, transformation, smooth lines, lifestyle, and calmness.
Styleguide
With the opportunity and framing in mind, the comprehensive style guide establishes an identity for Sophina that reflects aspects of elegance, self-love, natural beauty, and change.
The style guide consists of the defining elements of Sophins's brand, including an overview of Sophinas core values, a color palette, typestyle, image style, and logo usage.
Fonts
For the font, I went with Bodoni 72 for headings which gives an elegant feeling and showcases the flexibility of lines. I also used Avnir for its minimal and modular feeling, which gives a futuristic look to the design. I used Northwell, a handwritten script font that gives a signature look to more prominent names for a more comfortable look.
Colors
For colors, I used gentle tones of pink and neutral gray to maintain a sense of tenderness, calmness, femininity, and love to portray self-love.
I used organic blob shapes throughout the website to create a cohesive, fluid visual identity. These elements establish visual continuity, spatial separation, and vertical rhythm while guiding the user’s eye through the content. The soft, curving forms contrast with structured image blocks, add a sense of warmth and tenderness, and allow for more dynamic, less predictable image cropping.
Site Map
Based on research, I defined the information hierarchy by identifying key features essential to the design, including service details, artist background, step-by-step process, before-and-after photos, pricing, FAQs, online booking, contact information, and social media.
Provide testimonials from real clients about their experience with the services
Design a gallery page for potential clients to see other clients' journeys through images and visuals
Design for simplicity of information
Customers are looking for a change and a boost of confidence
Users want to see what they can expect from each session
Information on services should be effortlessly accessible
Users want to be informed of the entire process
Design a process page that explains the entire process of the procedure (FAQ)
Wireframes
After meeting with Sophie as a stakeholder and the engineer developing this website, I made a few iterations to the site map before moving forward with wireframes mockups. Once we made the final decisions on the information architecture, I moved on to creating low-fidelity wireframes to get a better idea of the flow and layout of the screens.
Challenge
While creating the wireframes, we struggled with how we could manage the booking and appointment process. Sophie aimed to purchase a booking service similar to Mindbody, where clients would be directed to a different platform to book a service with Sophina. However, she felt that as she is starting a new business, she may be tight on budget and won't be able to use her branding for it.
Also, building an appointment booking page could have led to having multiple and complicated pages within Sophinas's website that could have been complicated for clients.
To do this, I suggested a request to book an appointment feature within the contact page where clients can be informed of the hours of operation and request an appointment based on that and their availability in a few simple steps. First, they provide their name, email, and phone number, choose a potential date that works best for them and write any notes or questions they have. This way, they can connect with Sophie in a few steps, and Sophie then contacts them to answer any questions and provide them with an appointment.
First Iteration
Final Iteration
Mockups
After the wireframes were finalized, I worked with the developer to implement the website by adding colors, fonts, and images.
Art Direction
To help Sohpina communicate its professional and natural beauty enhancement values, I created branding guidelines to help Sohpina be more aligned with its core value of beauty, confidence, and tenderness.
Competitor Audit
Through researching other permanent makeup competitors, I gained a better understanding of the problem space. By comparing these competitors' websites, I noticed that describing services, providing a FAQ page, and before and after photos were common features. In addition, some websites provided a lot of information, while others kept the websites simple and to the point.
Interview
I interviewed four people and created an interview discussion guide to help dig deep into the user’s mental model to understand what is holding those back who are/have considered permanent makeup and what user’s typically want to see when researching.
From this research, these key insights were uncovered:
01 Customers are looking for a change and a boost of confidence
02 Users want to see what they can expect from each session
03 Information on services should be effortlessly accessible
04 Users want to be informed of the entire process
Persona
While examining early research and insights, it became necessary to identify who the design solution was intended for to better understand customer-client interactions before moving forward.
Journey Mapping
I conducted a meeting with Sophie and two of her clients to understand this process better, which helped uncover what processes Sophinas clients take when considering this beauty studio for its services. Then I created a document by articulating customers' thought processes and emotions into an understandable journey map.
Opportunity
Creating a platform and brand identity that reflects Sophina’s values of natural, professional beauty enhancements while building trust through education, empowering clients to confidently choose the services best suited to their needs and understand what to expect from the experience.
Framing
Based on the opportunity, I framed the problem as follows:
“How can I assist Sophina in communicating their values and services to help clients choose the right services to feel confident to book an appointment?”
01 Clients need to understand Sophina's services and their quality clearly.
02 They want to know what to expect from these services.
Sophina's beauty salon can combine these services in a unique way for each customer.
03 Customers are looking for a change and a boost of confidence when purchasing these services
04 They also want to contact the studio and ask questions when needed.
Research
I started the project by gathering as much information about Sophina as possible to gain a deep understanding of its goals, customers, and competitors. The initial research process involved auditing competitors' websites, holding meetings with Sophie as the stakeholder, and sending out user surveys to Sophies existing clients.
Process
Problem Statement
Sophina’s Beauty Studio offers a range of professional, affordable beauty services, thoughtfully combined to enhance each client’s natural beauty. However, the studio lacked a dedicated digital platform where clients could easily learn about the services, understand their differences, and connect with the business. Instagram was the only point of contact, offering limited information and restricting clients’ ability to fully educate themselves before booking. As a result, potential clients struggled to choose the most suitable services for their needs. Sophina’s goal was to create a transparent and informative experience that builds trust, empowers clients with knowledge, and ultimately encourages confident appointment bookings
Sophinas Beauty Studio
Over one month (May–June 2021), I designed a website for Sophinas Beauty Studio, a new beauty brand that previously relied on Instagram, word of mouth, and referrals. The goal was to create a clear, client-focused platform for exploring services, accessing information, and booking appointments, while communicating the brand’s values through cohesive design and transparency. I led the UX/UI, visual design, and art direction using Figma.
Contributions
I served as the lead designer on this project, responsible for the user experience and interface design, as well as providing visual design guidance and art direction to the stakeholder. I regularly collaborated with the studio owner to understand her business goals and vision, while coordinating with the website developer to align design decisions with technical capabilities. In addition, I created a brand identity for Sophina that communicates femininity, transformation, and beauty through soft lines and a pink-toned color palette.
Overview
Sophina’s Beauty Studio is a beauty salon offering affordable, professional microblading and permanent makeup services. Led by Sophie, an experienced makeup artist, the studio specializes in customized techniques that blend multiple services to achieve natural-looking results. The brand’s mission is to enhance confidence and self-love through subtle, personalized beauty enhancements.
Tina Alidaei | 2026
